Customer Relationship Technology
With an estimated $40 million spent in 2002 on CRM products and services, CRM is becoming the leading driver of technology spend and strategic technology focus in the pharmaceutical industry.
Industry experts, however, who spoke with PharmaVoice say more often than not, CRM technology projects fail to be rolled out on time and on budget. Many systems do not meet the needs of pharmaceutical companies for a whole host of reasons, including the lack of clear objectives for the project, a lack of executive sponsorship, no defined up-front metrics, too much emphasis on technology, and not enough attention paid to the processes and organizational realignments that are involved in a CRM project.
“Failure is a relative principle,” says Roddy Martin, VP, industry strategy research at AMR Research. “Statistics show that CRM has had failures in achieving business value from sizeable IT investments. But, if we rephrase those statistics to be a large portion of CRM technologies are immaturely deployed, that it is a fair statement…